Boundaryless’ Post

This one with Kelly Sarabyn and Scott Brinker has been a tremendous conversation. The two have contributed to a fundamental piece of work released early this year - the #StateOfPlatforms2024 #report (check the comments for a direct link). We discussed widely the conclusions and key ideas in the report during this amazing conversation. If you're interested in understanding what the #PlatformEconomy means for you and your organization that's a good chance to catch up!

The insights from Kelly Singsank and Griffin Parry on understanding customer awareness levels were enlightening. Their breakdown of problem-unaware, problem-aware, and solution-aware audiences provides a practical framework for tailoring marketing strategies. This nuanced approach to customer communication is essential for effective B2B engagement in today's complex marketplace. #CEO #ChiefExecutiveOfficer #DirectorOfMarketing #podcast #B2B #C-Suite #B2BContent #B2BMarketing #B2BSales #AudienceSegmentation #CustomerJourney #MarketingStrategy #B2BCommunication

💡 Griffin Parry, Chief Executive Officer at m3ter, along with Kelly Singsank, Director of Marketing, explores the art of simplifying success in business. The conversation focuses on how businesses often overcomplicate their approaches and the steps needed to streamline operations by adopting customer-centric strategies. They draw on their extensive experience in startups, large enterprises, and various roles to discuss the importance of understanding your audience’s perspectives to foster clear and impactful communication.💡 "Inhabiting the perspective of the person you're speaking to is the most important thing you can do. If you hope to make an impact, you must see the world through their eyes. It takes time to truly understand those perspectives, but it's well worth the effort. That's an investment that pays off." – Griffin Parry Kelly and Griffin explore the necessity of simplifying messaging and aligning it with customer needs. Search engine-friendly terms like "usage-based pricing" and "customer-centric strategies" punctuate the discussion, highlighting m3ter’s focus on addressing complex billing issues by identifying key customer pain points. They also emphasize the importance of understanding whether a market is "problem-aware" or "solution-aware" to enhance engagement effectively. Additionally, they underscore the need to add value before extracting it, thereby meaningfully engaging the 95% of the market not yet ready to purchase. Watch the full episode or read the article: https://lnkd.in/g5eTW36U #CEO #ChiefExecutiveOfficer #DirectorOfMarketing #podcast #B2B #C-Suite #B2BContent #B2BMarketing #B2BSales #CustomerCentric #MessageSimplification #PainPointFocus #StrategicEngagement

I recently listened to a CMO Confidential podcast where I learned the full context of the quote "what gets measured gets managed." 🤯 And wow...it is so relevant to marketing today. The actual quote (attributed to Peter Drucker) is "What gets measured gets managed — even when it's pointless to measure and manage it, and even if it harms the purpose of the organization to do so.” 💡 💡 💡 Marketing has this problem in spades. There are more things than ever to measure, but many organizations struggle to understand what *should* be measured. And when focus is put on the wrong goals, precious resources are spent on the wrong activities and growth is hampered. When working with early stage startups, I like to have a set of meaningful (and manageable) goals across the funnel. While there are TONS of KPIs to measure along the way, the key is identifying the ones that lead to business impact. 💥 For instance, to measure brand health we might focus on KPIs like LinkedIn follower growth and engaged website sessions, which help me understand if our message is reaching and resonating with our audience. 💖 To ensure we are the path to building pipeline, we might focus on growing "conversation-ready" and "handraiser" leads - leads that are showing true intent signals like visiting the website, looking at reviews, engaging with content, and of course, requesting a demo. 🔍 And finally, at the end of the day, marketing needs to drive the business -- so it's critical to assess if this work is translating into qualified pipeline, improved conversion rates, accelerated deal cycles, and yep - revenue. 💸 Looking for some help setting marketing goals and strategies that drive impact? Let's talk! #MarketingMonday #Marketing #startupmarketing

Huge shout out to Rod M. for sharing his wealth of knowledge from years of experience at top tech companies 🙌 In this exclusive podcast interview with SaaS Fuel, he delves into the balance between a strong digital presence and the importance of human connections in sales. Rod provides insight on BAC’s very own go-to-market services, something I’m highly passionate about, highlighting how integrating marketing, sales, customer service, support and revenue operations significantly drive business growth. 📈 🚀 Tune in to the full episode on SaaS Fuel This deserves all the hashtags!! 👏 #HubSpotSolutions #InboundSuccess #GrowthMarketing #RevOps #CRMStrategy #SaaSConsulting #MarketingAutomation #SalesOptimisation #CustomerJourney #BusinessGrowthHack #HubSpotExperts #DigitalTransformation #HubSpotConsulting #IntegratedMarketing #SalesEnablement #SaaSFuel #SaaSGrowth #BAC #BacPartners #Leadership #HubSpot #IntegratedCustomerExperiences

The advantage of talking to experts like Robert Kaminski 🎯 is that I could pose questions on challenges that I constantly encounter as a B2B SaaS marketer. In a recent podcast conversation, I asked Robert his opinion on positioning. Can a small company position itself as a big company? Many early-stage startups with ~200k ARR sell a particular vision to their investors. Eg: “We will achieve $100 million ARR.” And then they go about positioning to achieve this $100 mn ARR. Robert gives a fascinating insight into: ⚡️ The “why” should we reposition is a question that needs a better answer than “we need to grow, that’s why” ⚡️ How big of a jump is $100 mn ARR from your current ARR ⚡️ GTM resources needed to bring $100 mn ARR business ⚡️ The power of setting realistic, achievable 12-month revenue goals Watch my full conversation with Robert on getting messaging and positioning right for early-stage companies. https://lnkd.in/gUsAdRTv https://lnkd.in/g7_Y-Ku6 https://lnkd.in/gsJh9V9R #unsoldpodcast #b2bsaas #contentmarketing #positioning #messaging #enterprisesaas #smbsaas FletchPMM

🚨New Episode Alert!🚨 In this episode of UpYourStack Podcast, host Noah Berk, co-founder of obo. interviews Richard White, the founder of Fathom - AI Meeting Assistant. 🔥Take-aways🔥 ➡️ Bet on Tech Fathom made a strategic bet that AI and transcription technologies would improve dramatically, allowing them to build infrastructure around these capabilities rather than developing them in-house. ➡️ Product-led Growth (PLG) Fathom adopted a freemium model contrasting with big competitors' high-priced models allowing for viral adoption and low customer acquisition costs. ➡️ Hypothesis-Driven startups Richard emphasized the importance of having clear hypotheses about how the market will evolve, rather than constantly reacting to short-term stimuli. ➡️ Extensibility and Customization Fathom is making their product more extensible for users to customize AI outputs and share templates so they can foster community engagement. ➡️ Differentiation through infrastructure By building their own infrastructure (e.g., meeting bots, video streaming servers) Fathom was able to reduce costs and offer more competitive pricing, similar to how Twitch gained an advantage in the streaming market. 🤔Where to find it?🤔 Right here👇👇👇 Website - https://lnkd.in/eGx4NnjW YouTube Video - https://lnkd.in/e7k9FxwP YouTube Audio - https://lnkd.in/e_j2_CGH Spotify - https://lnkd.in/echKxxwv Apple Podcasts - https://lnkd.in/e7ggnKqT #AI #Productivity #InnovativeSolutions #TechTalk #TechStartup #AIRevolution #ProductivityHacks #FoundersStory #BusinessGrowth #Innovation #Tech

Michelle Teo has been helping B2B SaaS with conversion rate optimisation at Demand Conversion. Her unique background adds depth to her CRO approach, especially her blend of strategic risk management, testing, and experience across various industries and global markets. In our chat, Michelle teaches us: ➡️ How to eliminate the guesswork from CRO ➡️ The approach to measuring success and experimentation ➡️ Why you need a full-funnel focus to optimise for leads ➡️ What to do when you have limited access to data ➡️ Step by step process of optimising for conversions ➡️ The importance of partnerships ➡️ Much more :) If you are a founder or a marketer, you'll love it: ➡️ Spotify: https://lnkd.in/eAtbE-tX ➡️ Apple: https://lnkd.in/exMdiKFi ➡️ YouTube: https://lnkd.in/evB67bYS ➡️ NerdCow: https://lnkd.in/ef59H_y8 Here are some of the lessons from this episode: ➡️ Understanding customer journeys is crucial for effective CRO. Mapping the customer journey helps pinpoint touchpoints to optimise engagement and conversions. ➡️ CRO should align with the business's current stage. Strategies need to match business maturity for optimal impact. ➡️ Understanding unit economics is essential for growth. Knowing the financial levers ensures profitable and sustainable scaling. ➡️ AI is reshaping the B2B SaaS landscape but requires careful implementation. Marketers need to integrate AI thoughtfully to maintain value and trust. ➡️ Partnerships require time and effort to nurture. Long-term partnerships amplify impact but demand consistent attention. Thanks for supporting the podcast!

Build a loop of value.   👆 This should be your aim with content.   If we know one thing about prospects… they’re COMPLICATED.   Their buying behaviour is erratic. There’s no linear path.   Because they’re busy. They’re dipping in & out. They’re not (solely) focused on you as a brand.   Truth is, when it comes to content, our focus should always be to strive for a LOOP OF VALUE.   Creating moments where our buyers can consume something of value, and then continue to extract REPEATABLE value, over a longer period of time — A LOOP OF VALUE.   And there’s opportunity to do this across channels.   – Our webinars. – Our podcasts. – Our live events. – Our newsletters. – Our LinkedIn pages.   Each channel can, and should, become it’s own loop of value.   You don’t need to obsess over multi-touch measurement between them and other channels. It’s OK for buyers to dip in one and then move to another.   Then, we can sit down and ask ourselves meaningful questions.   Instead of: “How many subscribers and sign ups do we have?”   We’re asking ourselves:   – How does each loop contribute to our pipeline? – Are we continually sharing new insights worth consuming? – How many people in our target segment keep coming back for more?   That’s a programme worth building.   #marketing #saas   PS. Even better…. how many people are in the bucket of REPEAT consumption?

Five (5) types of virtual events B2Bs swear by: Virtual conferences and summits, e.g., Financial Cents' WorkflowCon, Drift's CONVERGE, Zapier’s Zap Connect, and Metadata’s DEMAND. Digital series. E.g., storyarb’s CommaCon, 6sense’s Level Up, and Sprout Social’s Under the Brand-fluence. Regularly scheduled live webinars, e.g., Cognism’s Demandism Live and Cold Calling Live. Live podcasts, e.g., the way Refine Labs’ Revenue Vitals (formerly State of Demand Gen) used to be and Financial Cents Accounting Flow live podcast. Product demos like Sprinklr ‘s Product Demo Days and Sprout Social's Breaking Ground Quartly Product Update webinars. What are some of your favorite B2B virtual events? Share them in the comments! PS: I’m starting a weekly newsletter on July 23! Each week, I’ll analyze a virtual event by a B2B/B2C tech company for learnings, hacks, and profitability. The virtual events can be webinars, workshops, live podcasts, summits, or conferences. You get the game plan to execute yours and save 10+ hours of research. Sounds good? Subscribe via the link in my comments. hashtag #marketing hashtag #virtualeventsmarketing hashtag #demandgen